dadasd 

Drum

Core disciplines: Advertising/Creative, Branded content, Digital

 

PORSCHE CARPOOL KARAOKE WITH ADAM LEVINE

Among Porsche fanatics, the brand has no equal.  To these drivers, Porsche sports cars are the pinnacle of a high-performance driving experience, with a design that is beautiful and timeless.  But among younger affluent audiences, the legendary Porsche brand is not as well known.  The launch of the new 2018 Porsche Cayenne, one of the most affordable vehicles in the portfolio, was the perfect opportunity to convince a new generation of drivers that Porsche is the very definition of a sports car. 

 As the luxury SUV in the Porsche portfolio, the Cayenne provides the exhilaration of a sports car in a vehicle that seats five passengers.  At the core of the launch campaign was the idea that the thrill of driving a sports car is even better when shared with friends and family.  To launch the campaign, we looked for a way to demonstrate the visceral thrill of driving the Cayenne, and the joy of sharing that experience with other passengers.

 Our core markets were the UK and US, so a plan was hatched to integrate the new Porsche Cayenne in James Corden’s wildly popular Carpool Karaoke segment from one of the biggest US talk shows in the UK, The CBS Late Late Show.  The format of the segment, in which James drives and sings with celebrity musicians, was perfectly suited to celebrating the joy of driving together with a friend.  And CBS late night properties deliver the most upscale audiences of any CBS daypart, and dominate the competition in delivering affluent young adults.  Tens of millions of viewers had watched earlier episodes, featuring the likes of Adele, Bruno Mars, and Justin Bieber. The integration was truly innovative as a category and brand first. Only one other advertiser, and no other car company, had ever been integrated into the segment.

 While CBS was initially reluctant to consider an integration in this exclusive property, they warmed up to the idea when we brokered an agreement with Maroon 5’s Adam Levine, a devoted Porsche owner and lover of fast cars.  The script called for James to drive with Adam in the new 2018 Cayenne through the streets of Los Angeles while singing classic Maroon 5 songs, karaoke-style. Then, they would take a detour to the Porsche Experience Centre in Los Angeles for some hot laps around the track in order to showcase the unique experiences you can have with Porsche.  We also negotiated the integration of a second vehicle into the segment and filmed some supporting content – a sneak peak of the soon-to-be released Porsche electric vehicle, the Mission E. 

 Our team worked side-by-side with CBS producers at every stage of the process, from talent negotiation, script writing to filming and post production, all the time ensuring the integration felt as seamless as possible. The final result exceeded all expectations, with a segment that naturally integrated the Cayenne while also cementing the idea that Porsche is synonymous with exhilarating driving performance. 

The Cayenne was featured in every single scene of the 11-minute video during which the Porsche brand or marque was shown more than 38 times.  The culmination of the segment was a race between Adam and James, who traded off in driving the Cayenne around the Porsche test track, with a few hazards and challenges along the way!  Co-branded Porsche and CBS ads ran in social media before and after the airing, featuring photos, gifs and videos that highlighted the fun driving scenes.

 

RESULTS

Carpool Karaoke had the cultural firepower we needed to establish the Porsche brand with a new generation of drivers. 

In the week following the launch of the segment, buzz and word-of-mouth metrics among adults 18-34 were up +75% and 175% respectively compared to the weekly average for the quarter according to YouGov. Likelihood to consider buying a Porsche was up among this age group by +25% during the same period.

 The segment premiered on the Late Late Show on May 24th and logged more than 1 million views on YouTube by the next morning. 

Porsche had 100% share of voice in pre-roll advertising on YouTube and CBS.com until the views broke through the 2.5 million mark, our original guarantee of impressions. 

Views continued to climb both organically and via paid media support, with YouTube and Facebook views currently at 20 Million and counting. 

Total impressions of the social media posts climbed nearly four times higher than the goal for the program.  Mainstream press coverage amplified exposure to the program, with of news reports in USA Today, Rolling Stone, People, Cosmopolitan and dozens more.  The marketing press took note of the ground-breaking integration in articles from Adweek, Variety and Business Insider.

 

 

 

Carpool Karaoke Case Study from Drum on Vimeo.
0Shares  Twitter   LinkedIn   Facebook   Google+   Send to a friend 
Interact with Drum